SVMoscow has been providing the Russian capital with fashion firsts since opening in the city’s “golden triangle” back in 2001. Each SV brand is expertly handpicked by owner and Head of Buying, Tatyana Strekalovskaya, who’s always in search of “something fresh, yet relatively unknown.” By bringing brands like Vêtements, The Row and Haider Ackermann to Moscow for the first time, Strekalovskaya has attracted a loyal clientele who pride themselves on being unique. SV support local brands too, picking up Gosha Rubchinskiy early on.
Of course, the brands they sell aren’t the only thing to make the store stand out from the rest. Designed by Russian architect Zurab Sabanadze, the space has become a hub for Moscow’s fashion-savvy residents, who see themselves as part of the SV family. In Strekalovskaya’s eyes, “the Moscow fashion scene is exciting because of the talented people who form it.” Here she tells Amuse about the SVMoscow philosophy.
“SV’s mission is to give our clients the freedom of self-expression and a possibility to create their own style that doesn’t depend on any current trends or brands. We’d like to offer them a mix of irony, luxury and affordability to outline their individuality.”
“SV is a chamber, an almost secret store, but we’ve created a really friendly atmosphere for our clients who always tell us that we’re like a family to them. We are situated in the heart of Moscow in the so-called “golden triangle”. It’s not a typical shopping zone, which gives our clients additional privacy that they don’t find elsewhere. It’s a small store and we’re always searching for something new, rare, and unique. We don’t invest in advertising. We like information about us to be spread by word of mouth.”
“The physical SVMoscow space is actually really small, but cosy. It’s a great example of new Moscow architecture, designed by Zurab Sabanadze.”
“We play anything from Radiohead songs to The Big Lebowski soundtrack, but the selection of tracks played by FIP Radio [France Inter Paris] suits SVMoscow best. It creates a special atmosphere.”
“We try not to follow fashion, but we always look for something fresh, yet relatively unknown. We always follow our heart when choosing brands. The key brands are Demna and Guram Gvasalia’s Vêtements, Balenciaga, Comme des Garçons, Junya Watanabe, Rick Owens, Yohji Yamamoto, The Row, Raf Simons, and Undercover. Undercover, Leon Emanuel Blanck, Vêtements and Haider Ackermann menswear are exclusive to SV in Moscow.”
“The SV customer is a free-spirited person, a professional in their field, no matter what they do – business, architecture or music. They have their own style and identity and don’t want to look like everyone else. They don’t look like fashion victims, they look good. They seek a comfortable shopping environment, that doesn’t rely on excessive luxury service, but offers good friendly advice. They are never disappointed by their purchases and they treasure them for a long time.”
“The Moscow fashion scene has gifted the world with many exciting talents, from Gosha Rubchinskiy, to Mikhail Panteleev of Volga Volga (who is from Moscow, but works in Tokyo). Designers often used to be inspired by the Russian ballet or Russian art, but now Russian history and Post-Soviet streetwear influence the fashion industry and that’s really new for everyone. For example, Vêtements is made by the Gvasalia brothers from Georgia, Lotta Volkova from Vladivostok is one of the coolest stylists in the industry and Gosha Rubchinksiy from Moscow has one of the most exciting streetwear labels right now. That’s before we mention Lumpen model agency, whose guys walk all of the runways in Paris. I think the Moscow fashion scene is exciting because of the talented people who form it. It’s something fresh and new for the global fashion industry.”